Joe, Vinda Feminine Care Category Director, Vinda International Holdings Limited, is responsible for the business development and brand innovation management of the group’s women’s category. He has many years of experience in personal care FMCG sales promotion and brand management, and has unique insights into consumer group insights, high-end brand creation and product development, digital marketing promotion, and user and private domain operations. He was selected as one of the top 100 annual brand figures in 2022 and the annual contributor to the 2021 China International Advertising Festival Advertiser Ceremony.

In June 2019, he led the team to successfully launch the Libresse brand of high-end sanitary napkins, combining the powerful brand proposition and brand-new product experience to communicate emotionally and functionally efficiently. He helped the brand gain the attention and resonance of the target group, achieved a breakthrough for the brand in the sanitary napkin industry, and promoted the category business to grow by over 100%.

This innovative marketing case Libresse #Menstruation does not hide#has won more than 20 awards, including: the best annual marketing case and 3 gold awards in the Asia-Pacific region of the Oscar SABER Awards in the communication industry, 3 awards in the Effie Awards for Effective Marketing in Greater China, the Longxi Creative Award, and the IAI International Advertising Festival Gold Award, 21st Tmall Golden Makeup Award New Brand Award, 21st Douyin New Brand Award, etc.